Following what was a closely contested multi-agency pitch, PharmEasy appointed their creative mandate to Mullen Lintas.
The agency made the cut on the back of its robust experience with consumer-facing businesses and a comprehensive understanding of the consumer and the healthcare business.
Founded in 2015, PharmEasy is the largest pharmacy aggregator in India. They are in the business of helping users connect with local pharmacy stores and diagnostic centres in order to fulfil their broad medical needs. Currently, they cater to 22000 pin codes across the country while continually expanding their nation-wide presence.
According to a recent report by Grand View Research, the global health-tech market is anticipated to reach $104.5 Bn by 2020. This is a reflection of a more interesting trend in India - the Indian healthcare market is expected to reach $280 Bn by 2020, from the current $100 Bn, according to an IBEF report.
Commenting on the appointment, Dhaval Shah, Co-Founder, PharmEasy, said, "We wanted a partner who can understand what we are trying to do and Mullen hit the nail on the head. They completely understood what our consumers want and hence we were extremely excited to work with them"
Rajev Shukla, Managing Director – Private Equity, Everstone Capital, said, "The team at Mullen Lintas is absolutely top class, and has been an excellent partner to the PharmEasy Team and us. Mullen has translated our brief into a brilliant creative campaign for the national launch of PharmEasy and we look forward to doing more great work with the team in the months and years to come.”
With the huge opportunity that India's offers there are more than 200 e-pharmacy players. It is vital for a brand to stand out from the huddle not just as a unique product proposition but also have a distinct marketing proposition. Mullen Lintas has the mandate to hack growth for the PharmEasy brand with its strategic and creative strengths.
Commenting on the win, Amer Jaleel, Group Chairman and CCO, MullenLowe Lintas Group, said, "The cross-culture of e-commerce and medicines makes for a very interesting space to pitch a brand in. We like the questions this throws up - how serious we want to be? How value-conscious the brand needs to look? How can the brand be both quirky and trustworthy? All in all a lip-smacking challenge."
Virat Tandon, Group CEO, MullenLowe Lintas Group, said, “The category of online healthcare retail brands will see a lot of action in the years to come. We were inspired by the ambition and vision that the PharmEasy founding team has and are very excited to partner them in this journey to redefine the healthcare retail industry. We look forward to doing some exciting work together.”
The Mumbai office of Mullen Lintas will handle the business.